RAPP Website Redesign Audit
Finding opportunities to create a clearer, more engaging website that better represents the agency and helps prospective clients understand its value.
- Overview
As RAPP continued evolving as a global marketing and technology consultancy, its website no longer reflected the sophistication of its capabilities or the quality of its client work.
The site contained valuable content but lacked a cohesive user experience, modern storytelling, and clear pathways for prospective clients, talent, and partners.
THE CHALLENGE
MY ROLE
I led a comprehensive UX audit and redesign strategy to identify opportunities for improving the site's usability, content organization, accessibility, and overall digital experience.
Rather than jumping directly into redesigning pages, I began by understanding how RAPP compared against industry leaders and where opportunities existed to create a more compelling digital experience.
The Process
To ensure the redesign addressed the needs of every audience, I began by creating personas for RAPP's four primary user groups. This helped identify who they are, what motivates them, the challenges they face, what they hope to accomplish on RAPP.com, and the features and content most valuable to each audience.
Building on the audience personas, I created ideal user flows for each audience segment to map how they should navigate RAPP.com based on their goals and motivations. These flows established a user-centered blueprint for the redesign, revealing opportunities to streamline navigation, improve content discoverability, and create more intuitive pathways to the information each audience valued most.
To establish a benchmark for a best-in-class digital experience, I evaluated RAPP alongside leading agencies and consulting firms. Our UX team first used AI to assess 12 competitors across key website experience dimensions, enabling us to quickly identify strengths, weaknesses, and emerging industry patterns.
Example of an Prospective Client Persona
Example of an Prospective Client Ideal User Flow/Journey
Overview of the competitive analysis
Listening to the people behind the brand
To ensure the redesign aligned with both user needs and business objectives, I conducted stakeholder interviews with executive leaders across RAPP, including the CEO of RAPP North America, the SVP of Talent Acquisition, the CMO of the U.S., the CMO of the U.K., and other senior leaders. These conversations provided valuable insight into the company's vision, business priorities, and opportunities to strengthen RAPP's digital presence.
Key Stakeholder Insights
1. Make RAPP's Value Clear
Executives wanted the website to do a better job explaining what RAPP offers, what makes the agency different, and why potential clients should choose RAPP over competitors.
2. Let the Work Speak for Itself
Stakeholders wanted to showcase more real examples of RAPP's impact through case studies, measurable results, client success stories, and employee perspectives. The goal was to give visitors clear reasons to trust the agency.
3. Make the Website More Engaging
Leaders felt the website needed to better reflect RAPP's creativity and forward-thinking approach. They wanted stronger visuals, videos, and interactive elements that bring the agency's work and capabilities to life.
4. Make It Easier to Find What Matters
Stakeholders emphasized the need for clearer messaging, simpler navigation, and a more organized website. Visitors should be able to quickly understand what RAPP does, explore relevant work, and know where to go next.
5. Share More of RAPP's Expertise
Leaders saw an opportunity to go beyond showcasing services and projects by sharing more industry insights, ideas, and educational content. This would help position RAPP as a trusted source of marketing knowledge and fresh thinking.
Drawing on insights from user research, stakeholder interviews, and competitive analysis, I developed strategic recommendations to strengthen RAPP's value proposition, improve usability, and create a more engaging digital experience.
Final Recommendation
The established UX strategy was to launch the redesigned website in two phases. An MVP to establish the new brand and support core marketing initiatives, followed by Phase 2 to deliver a fully optimized, best-in-class digital experience.
Suggested RAPP Redesign Site Map
Starred pages indicate pages prioritized for the MVP state.